Strateški plan promocije Studija produkcije

master's thesis

• Author: Antonio Grozdanoski
• Mentor: Ankica Jurić Tilić (mentor)
• Granter: University of Zagreb; Academy of dramatic art; (Producing Department); Zagreb
• Defense date and country: 2023-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: FIELD OF ART; Film Art (Film, Electronic and Media Art of Moving Pictures)
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Public Relations

Abstract

Odsjek produkcije pri Akademiji dramske umjetnosti Sveučilišta u Zagrebu ustanovljen je kao pregled menadžerskih umjetničkih aspekata svjetskog, a naročito hrvatskog kazališta i filma. Organiziran je s ciljem razvoja vještina i znanja studenata koja su potrebna za uspješan proces poslovnog menadžmenta s naglaskom na praktičnim poslovima produkcijskog (organizacije), ali i s osnovama kreativnog menadžmenta (produkcije) na području suvremene produkcije filmskih, kazališnih i ostalih izvedbenih umjetnosti i medijskih produkata.

Apsolvent sam na zadnjoj godini diplomskog studija Produkcije audiovizualnih i multimedijskih projekata, i stekao sam iskustvo studiranja na Studiju produkcije. Razlog pisanja ovog rada primjetan je pad upisanih studenata na Studij produkcije na preddiplomski i diplomski studij u proteklim godinama. Tu se kao jedan od razloga može istaknuti opće nerazumijevanje zanimanja i prilika koje pruža, ali i slaba i gotovo nepostojeća promocija Studija usmjerena privlačenju novih pristupnika. Cilj ovog rada sagledavanje je trenutne situacije s gledišta studenta koji je na Studij došao iz malog mjesta izvan Zagreba i stekao znanja i vještine objektivne analize stanja i slaganja prijedloga strateškog plana za promociju Studija primjerenu novim pristupnicima.

U sklopu rada provedena su dva anketna istraživanja namijenjena trenutnim studentima i alumnima Studija produkcije kako bi si predočili prednosti (zaposlenost, iskustva, uspjesi) i nedostatke Studija radi lakšeg oblikovanja marketinških alata koji bi najbolje istaknuli prednosti i na taj način privukli nove pristupnike i stvorili novi ,,imidž“ Studija produkcije koji je privlačniji i pristupačniji ciljanoj grupi.

Abstract (english)

The Department of Production at the Academy of Dramatic Art, University of Zagreb, was established to provide an overview of both managerial and artistic aspects of global, particularly Croatian, theater and film. It is structured with the aim of indicating and developing the skills and knowledge necessary for a successful business management process, with an emphasis on practical production tasks (organization) and the fundamentals of creative management (production) in the field of contemporary production of film, theater, and other performing arts and media products.

As a graduating student in the final year of the Master's program in Production of Audiovisual and Multimedia Projects, I have experienced firsthand what it is like to study at the Production Department. The reason for writing this paper is the noticeable decline in the number of students enrolled in the Production Department on both undergraduate and graduate levels in recent years. One of the reasons for this decline can be attributed to a general misunderstanding of the profession and the opportunities it offers, as well as weak and almost nonexistent promotion of the department aimed at attracting new applicants. The objective of this paper is to assess the current situation from the perspective of a student who hails from a small town outside of Zagreb and has gained the knowledge and skills to objectively analyze the state of affairs and formulate a strategic plan for promoting the department to new applicants.

Within the scope of this paper, two survey studies were conducted targeting current students and alumni of the Production Department. The aim was to gain insight into the advantages (employment, experiences, achievements) and shortcomings of the department through their contributions. This information would then be used to shape marketing strategies that would best highlight the strengths of the department and, in turn, attract new applicants while creating a more appealing and accessible image of the Production Department to its target audience.

• Keywords: Akademija dramske umjetnosti u Zagrebu; Studij produkcije; produkcija; marketing; promocija
• Keywords (english): Academy of Dramatic Art in Zagreb; Production Department; production; marketing; promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:205:313680
• Study programme: Title: Production; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra produkcije (magistar/magistra produkcije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-15 08:15:57